Why Your Hotel Needs a LinkedIn Page — And How To Make It Stand Out
A full guide to leveraging LinkedIn in the hospitality industry
Did you know that 260 million users login to LinkedIn each month?
Home to about 600 million users, the platform’s untapped potential could work wonders for your accommodation property.
Drawing on our experience, and numerous research publications on the subject, we’ve crafted a practical LinkedIn guide for you and your property. Let’s get started.
What is LinkedIn?
LinkedIn is the largest professional network, with more than 610 million users; spread out over more than 200 countries and territories around the world.
Starting in co-founder Reid Hoffman’s living room back in 2002, the platform was officially launched in 2003. Currently led by CEO Jeff Weiner, LinkedIn’s business is diversified with revenues from membership subscriptions, advertising sales, and recruitment services.
LinkedIn’s Main Elements
- Identity and reputation. It is a platform where you can build a unique personal and/or corporate image of your brand.
- Networking. Reaching out to people of interest to you and your business. A chance to grow your network and showcase your services to a wider audience.
- Learning opportunities. Free and paid courses that are available inside the platform.
Why Your Property Needs LinkedIn
We’ll start by looking at the numbers.
LinkedIn keeps growing its user base, which amounts to over 600 million members at the time being. 40% of the platform’s monthly users access it daily, as per the Foundation’s statistics.
But there’s more; 61 million of the LinkedIn users are senior level influencers, whereas 40 million can be described as major decision makers.
The question is, “How can your accommodation property benefit from LinkedIn?”
Let’s find out how the platform can help your business
- Research existent and potential clients of your accommodation property.
- Build relationships with prospects and influencers in the hospitality sector.
- Network, build and strengthen relationships with current and future clients.
- Improve your overall marketing presence.
- Support your Search Engine Optimization (SEO) efforts. It’s recommended to use as many keywords as possible in your profile descriptions.
- Crowdsourcing feedback and ideas from your peers and customers. Giving and receiving value from your network.
Both your employees’ profiles and company’s pages are effective channels to collaborate and network, as well as target specific market segments.
For instance, you and your employees can upload photos, videos, SlideShare presentations (LinkedIn’s in-house presentation tool), infographics, and testimonials that show your property’s identity.
Tip: Encourage your employees to create and maintain active personal profiles, that link to and share updates about your accommodation property.
Expert LinkedIn Tips for Your Property
Let’s start with the basics.
It’s important to fully complete your personal profile (the same goes for your employees’ profiles).
“Your profile is not your resume. It’s your online reputation. Use it to demonstrate the value you bring.” — Philip Calvert, LinkedIn Expert & Speaker.
How to Make Your Profile Stand Out?
1. Use relevant keywords
Make a list of the main keywords that relate to your business.
If you’re in the hospitality business, think: accommodation property, Oregon (your location), family vacation, etc. Sprinkle keywords across your profile’s sections — Headline, Summary, and others.
General Manager for…Hotel in North Oregon Coast. Offering vacation rentals for families.
2. Show a professional and friendly photo in profile and header
3. Tell a consistent and engaging story in your summary (and sprinkle it with keywords)
Tell the human story of your accommodation property. How did it all start? How did you feel at the time, and what was your driving force? Tell an emotional real-life story or experience you had while doing what you do.
4. Upload media and presentations in the Experience section
Maybe you recently held a hospitality event or conducted research relating to the latest trends in the sector? Include links to your presentations, articles, and research papers. Showcase as much expertise as possible.
5. List your volunteer experience and the causes you care about
Maybe you’re passionate about human rights and animal welfare.
Have you recently participated in any projects dedicated to these causes? Show it on LinkedIn. It’s a win-win for both your business, and the cause. It shows you in good light and inspires your network to help (or maybe they already care about, and participate in similar projects?).
6. Translate your profile in another language that’s relevant for your business
Let’s say you run a hotel in Greece, whose main visitors come from Norway. It makes sense to have a LinkedIn profile in Greek, English, and Norwegian. Thus, your customers can learn more about your services and location in their native language. And this will differentiate you from your competitors.
7. Update all awards, certification and recent projects
Have you recently led a hotel management conference you’re proud of? Include it in your credentials, or list it as a new job experience. Your contacts will get an automatic update from LinkedIn, and you’ll establish yourself as a leader in the field.
Establish a Network
Establish a networking strategy. Who are your clients? Who are your prospect and potential partners? Where can you find them? Try to start a conversation.
Here’s how to do it.
Search by relevant keywords and shared interests or connections.
Let’s say you work in hospitality, and you enjoy yoga. Use the LinkedIn filters and find other like-minded professionals. Alternatively, look for people working in your industry, who studied at the same school or university.
The key to success
Look for common things.
Once you’ve found shared interests and experiences, approach the person — ensuring to always send a note when sending a friend request. Make it about them.
I noticed you’re a yoga enthusiast working in tourism — just like I am. I have long been a fan of what you do in the hospitality industry, and I’d love to connect and talk about tourism (and how yoga keeps you inspired).
Be active on LinkedIn. Like, comment on, and share other people’s posts. Add value to your LinkedIn community, and show genuine interest in them and what they do.
Send them a voice and/or video message. Offer them help or a referral, endorse their skills or give them a testimonial. It’s pure psychology; when you give, people feel they need to give back to you.
- Write articles or publish live videos on the LinkedIn platform. The algorithm will prioritize them — because LinkedIn wants people to stay on their platform — and you will be able to show to the world how awesome your accommodation property is.
- Share your content in relevant LinkedIn groups.
Benefit From Company Pages
Apart from personal LinkedIn profiles, the platform allows you to create a company page. To be able to create a company page for your accommodation property, you’ll have to meet the following requirements:
- Be listed as an employee of the company
- Have a company email added, and confirmed, on your LinkedIn account.
Now that you’ve set up your company page, let’s see how to make it work for your accommodation property.
LinkedIn’s Top Tips for Company Pages
1. Know your audience and share relevant and helpful content
If you run seaside camping, for example, your audience might benefit from helpful tips and insights into camping life.
Tip: Make a video/article series, answering common questions about camping life.
2. Go beyond stock photos
Nicely designed, branded images and user generated content can work wonders for your LinkedIn company page. Always make sure that the images you share match your messages. Use visuals to highlight your values and give insight into your accommodation property.
Tip: Ask your guests to share pictures of their happy moments at your property.
3. Highlight your brands with Showcase pages
The LinkedIn Showcase pages feature allows you to highlight your distinctive brands and products.
For example, companies like Microsoft and Cisco have created Showcase pages for their different products. This helps them deliver more targeted messages to specific audiences that might be interested in their offerings.
Tip: Create different pages for your services — Romantic packages, ski deals, etc.
Need more actionable tips? Gain inspiration from the best LinkedIn Company Pages for 2018.
LinkedIn is a great resource to help you establish your accommodation property brand. The opportunities are endless — from gaining recognition through networking to striking mutually beneficial connections.
So, why not step into the LinkedIn world and make it work for your business?
Experiment with LinkedIn, and share with us what worked for your property.